Social Media Monitoring 01.07.2010
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Social Media Monitoring 01.07.2010

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Social Media - What it is & Where to Start

Social Media - What it is & Where to Start

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  • Welcometo “Social Media Monitoring & Tracking”This presentation is going to walk you through some social media tools that can work wonders for your business.My name is Marko Straus, I represent Social Media Link.Thank you for your attendance. This presentation contains a lot of information…(next slide)
  • As you can see, we will be covering a lot of ground, from the basics, starting out with a definition of social media and why it is relevant to your business, how it can work if utilised properly, different monitoring tools & techniques, how to get ready to dive into the social media ocean, metrics & measurements to determine your progress, some sensational, real life success stories and a simplified guide, to boil it all down to the basics.If you have any questions during the presentation, please don’t hesitate to ask them. I like to keep things very interactive and, most importantly, I want to make sure you are all with me. So, let’s begin…(next slide)
  • Social Media is best defined as “The Conversation” – which refers to the “virtual” conversation that you & your business must establish with your prospects & customers online through social media. The most important part you will play, as the business or organisation is to LISTEN. By listening to your prospects & customers you will learn an enormous amount from them. The online community refers to this unedited information as “black gold” or “Texas tea” – utilising the same terminology that was previously used to describe oil. That demonstrates how precious & valuable the information you are going to be able to mine online from your prospects & customers really is.Sharing is an important part of the matrix, because the current standards reflect that you have to post between 10-15 informational, educational posts for every 1 self-promoting, sales-orientated post. So it’s really important to keep the Web 2.0 attitude in the forefront of your mind. – which means facilitating interactive information sharing, interoperability, user-centred design & collaboration.As you can see, there are dozens of different social media channels available to convey your message. Some are more ideally suited to professional, business communication, so we are going to focus on them. But you should be aware of how many different flavours of social media are available…(next slide)
  • For those of you who still have a question in the back of your mind, perhaps wondering…”sure, everyone seems to be talking about social media…but who is really accessing it all the time?” Let’s do an interactive audience survey, so we can find out for ourselves.Please everybody raise your hand for each type of media you have used, either personally or professionally, over the last 2 months:Swiss Post/Snail mail – who has written a letter & sent it through Swiss Post? (typically 2%)Yellow Pages – who has looked up a service or number in the actual Local Yellow Pages book? (typically 3%) how about on local.ch online website? Usually 40%Newspaper – who has read Blick, Cash, Die Weltwoche, TagesAnzeiger, SonntagsZeitung newspaper? (typically 20%)who has read a news article online? (& it is usually 95%)Who has visited Facebook, MySpace, Twitter, LinkedIn, Digg, DailyMotion or Flickr? (typically 80 – 90%)Who has used Google? (typically 100%)So, looking around at everyone here today, there is a broad representation of our society. Male, Female, Mature, Young, Conservative, Laid Back…& ALL of you have been online, accessing social media. I think that definitively answers our question. (next slide)
  • (((MARKO – JUST KEEP CLICKING! There is heaps of animation on this slide.)))To give us a little perspective on how quickly Social Media has become pervasive, let’s look at the historical marketing & advertising channel benchmarks. The old communication model through print (established in 1752), radio (established in 1916 which only the wealthy could afford), and TV (established in 1930 when there was only one family on the block with a TV) relied on how big, loud, repetitive, even obnoxious the message could get, just to capture the consumers attention. It took anywhere from 5 – 50 years for these mediums to reach a substantial number of people. Building brand or loyalty was difficult, if not impossible & it was completely one-way, a passive yet pushy media that screamed to be noticed. The average human being is exposed to over 3000 advertising messages every day; we are numb & unresponsive to the drone of mainstream marketing.Computers were established in 1970 and in 15 – 20 years practically every house in the Western world had a computer. In 2010, practically every person in the modern world has a computer both at work & at home, an iPhone or web-enabled mobile device, you probably have a computer in your car, on your fridge, at the grocery store and there are internet cafes on every street corner of the world…(next slide)
  • The NEW communication model, enabled by the pervasive technology of computers, through channels like Social Media, is engaging, interactive & organic (meaning it will grow, change and develop based on what attention & feedback comes from both sides of the equation). Consumers want a dialogue, consultation, customisation & buy-in. You have the opportunity to establish a RELATIONSHIP with your prospective clients without meeting them, so you should be ready to romance! Yes, we laugh at the idea of wooing our prospective customers like a lover, but given the new opportunity for interactive engagement through social media we become entwined in a dialogue. From a business perspective, you want them to feel comfortable, valued, listened to, relaxed so they reveal everything you want to know about them. You can learn about their wants & desires, use their reactions to test new products and services before you develop them. Tailor your business to provide what they want, how they want it, when they want it! (next slide)
  • Think about what this open line of established, trusted communication means for your relationship with your prospects and customers? The free exchange of ideas about where the business should go next, your finger on the pulse of the market, picking up surges, preferences and fads as they happen, understanding why your customers want what they want, or what they don’t want. This connection fosters not just a more complete understanding, but clarity, harmony, unity & synergy between your business and the individuals who are the source of your revenue stream. And that is good business. (next slide)
  • Now we get into the metrics and how to monitor the successof your social media campaign. Do not make the mistake of diving in blindly. It is imperative that you have a Social Media Plan. This is New Media, so we need New Metrics so we can learn New Lessons.If you enter into Social Media without a Plan you will fail. Hours will be wasted, your site will receive no traffic bump, you will establish no engagement, no one will care & you will learn nothing. Sounds pretty bleak, but we’ve all seen it happen. So let’s make sure that doesn’t happen to you & your business!The “Just Add Water” approach will not work. There is no such thing when it comes to social media, because not just every business is different, but every business objective should vary, so you need to ensure your goals are aligned to your business objectives.The fundamental driving factors of social media remain the same, however, & you shouldn’t veer too far off target if you make sure your goals are related to:the reputation of your company, the level of your brand awareness, how much money you are bringing into your organisation, raising the level of engagement between your organisation and your prospects & customers, educating your customers about your company, your products & services, your brand and providing some kid of entertainment…because everyone loves to be entertained. (next slide)
  • It is imperative that your organisation choose the right strategy in regards to social media. The good news is, it’s really very simple.Starting at the top, a Bolt-on Strategy is not a good idea, because your company is not making any fundamental changes, you might get a blog & a Twitter account, but essentially, it’s business as usual.Forced compliance, even sounds wrong, doesn’t it? A mistake to try & force social media to apply to age-old existing processes.Optimising your company to maximise the opportunities represented by social media is definitely the way to go. Next slide)
  • Now that you’ve decided your organisation is going to be proactive and adaptable when it comes to social media, you mustEstablish your Business Objectives &Define Relevant Success Metrics that will Translate into a Business Context for YOUR companyWe’re going to be returning to the differentiation of whether an objective is Quantitative or Qualitative repeatedly throughout this presentation because that is one of the unique aspects of social media, both measurement principles can be applied and both are equally important to the success of your business.So you need to have a think about how you are going to define the success of your social media project. Most likely, you will have several different phases of initialising social media through your company, but be sure to be clear about how you are going to define the success. Is it a matter of building “buzz” about your company, your product or a service you offer? Do you want to command better brand awareness in the marketplace? Would you like to drive more traffic to your existing website? Do you want more people to sign up as subscribers to your blog? Do you want to generate more sales leads for your sales team? Do you want to amalgamate new knowledge about your customers & how they view your brand? As you can see…some of these objectives seem pretty tricky to measure…(next slide)
  • So what you need to do before starting or changing a single thing is take your baseline measurements. This will provide you with a “Before” snapshot, so it’s a good idea to benchmark where your company stands currently. To do this, you will need to:Make a note of the obvious numbers: Facebook fans if you have a Facebook page, Twitter followers if you have a twitter account, Digg links, Delicious bookmarks – even if you don’t think you have any it’s advisable to do a detailed search, you might be surprised! Include referrals from all social media sites & don’t forget to measure your exisiting website traffic!Then you will need to make a note of the less obvious benchmarks, such as Search Engine Optimisation rankings, count how far down ou are on Google, Yahoo & all the other search engine sites. If you have any historical data in regards to customer satisfaction take note, if not this is a fantastic time to take a customer satisfaction survey & let them know your company is poised to launch social media outlets. You should be able to gather some really relevant data & feedback.Who could forget ROI measurements? Figure out exactly how much you are paying currently to acquire customers via all your other media channels. How vast is that advertising budget & how are you splitting it up? How much on radio, TV, billboards? Consider what proportion is being directed into channels that you can’t accurately measure? (next slide)
  • While you are planning your initial foray into social media, you need to keep social media’s Guiding Principles in mind. Make sure the representation of your company is Authentic & genuine, utilise as much creativity as you can because it is very frequently the quirky, unusual campaigns that generate the most attention & positive feedback from the online community. Be as transparent as possible with your communication, if you are disingenuous, if you try to hide information or cover-up a faux pas, people will find out & it will create negative backlash. Treat you prospects & customers with respect. These people are not stupid. They all have computers & they are all conducting independent research into companies they might want to do business with, products they are interested in buying or services they want to utilise. Providing them with straight-forward, unbiased information will win over the vast majority of consumers.When you’re just starting out, keep in mind, Google and Yahoo offer some handy social media monitoring tools (next slide)
  • There is a significant difference between Social Media Monitoring (following, tracking and potentially responding to the online conversation about your destination) vs. Social Media Measurement (tracking and defining specific measurements on the level of reach, engagement and impact of this conversation and your social media marketing activities).  Define what you want (to achieve) and how you’re going to get (the information that is most important to you.) (next slide)
  • To prepare for your entry into social media you need to introduce yourself properly. Just as with any introduction, you need to know who you are. Marketing is just like storytelling, but just make sure it’s a true story! You will have to use your social media tools to believe in you, your company, your brand & your message…so much so that they feel motivated to share it with others!As with all careful preparation, you will need to outline guidelines and determine how to integrate social media into your company’s core strategy.Who from your company will engage? Will there be one voice? The CEO? The GM? The CTO? Will it be a team of people utilising one branded account? This approach typically works best for a multi-national so you can have a team member in each location for “follow the sun” coverage. Will each member of your team have individual accounts? Are they able or encouraged to “develop” their own online personas?How much time is your company going to spend on social media?How long will your company “test” the different sites before evaluating their success. Typically, you’re going to need to allocate at least 3-months for initial market penetration & success to be measured.You will need to establish emergency procedures. If a serious issue breaks out, what is the proper protocol & who needs to be involved? What is the escalation procedure? (next slide)
  • Monitoring and measurement of social media can involve either or both:1.       Listening or Influence – meaning monitoring, analysing and reporting the online community's views, interactions and experiences about your destination. 2.      Engagement - monitoring and measuring the reach, engagement and impact of your social media marketing activities.As you can see, there are numerous activity metrics which *can* be relevant to your social media success. But keep your mind clear & only choose: Actionable Analytics: In social media reporting, as in all analytics and reporting, focus on "metrics that matter". Identify a few measurements that best track the quantity and quality of social media activity on your destination, and the results of your own social media activities. Present these through simple, clear and visual reporting. Remember, in reporting, less is more. (next slide)
  • When it comes to ROI measurements in social media, it can & will mean different things to different departments within your organisation. For Sales & Marketing, they will be focussed on qualified leads, lead conversion & revenue, for Customer Support it will be decreased tickets, decreased support costs per customer & customer satisfaction, for Product Development they will be focussed on new product ideas & what percentage of these ideas comes from your social media community, adoption rate & decreased cycle times. HR, which has typically been one of the early adopters of social media will look at decreased hiring & training cost, minimised time to hire & better retention. (next slide)
  • But please keep in mind…ROI is just one metric! Not everything you do in relation to your social media project will have a measurable return in dollars.For example, to figure our the ROI on your blog, you would have to figure out:- How the blog contributes to your revenue stream in order to measure true ROIThis would require mapping your blog traffic or subscribers to your lead pipeline & conversions in terms of dollarsAlso track how much you’ve invested in time & capital toward the effortMeasuring social media Success is sometimes very different than ROIYou can have successful outcomes that are not measurable in terms of dollarsQualitative ones like reach & awareness & Quantitative ones like website traffic & media placements or even Net Promoter ScoresYou’re far more likely to accurately & effectively calculate ROI of your marketing or customer service efforts as a wholeTricky at a granular level, so take into consideration all successful outcomes collectively that impact the likelihood of sales growth (next slide)
  • Integrate: Make sure any social media monitoring and measurement you undertake is integrated into your overall marketing, and specifically, your other online reporting and analytics.  Your web metrics should seek to report on the overall 'digital footprint' of your destination – including your web site, email marketing, online advertising and social media activity. Many web site analytics tools (Google Analytics and Omniture) have specific social media reporting capabilities.Use the Right Tools: There are a range of tools and reporting options listed here from simple-to-use, free tools to more advanced, subscription based solutions. You should select options that work  for you based your specific activities, budget and (most importantly) the objectives  you are trying to achieve in your social media marketing (and measure against). (next slide)
  • Let’s talk about how to go about creating measurable objectives. This is the part where most organisations stuff up & don’t execute properly, which can ruin your social media project before it’s even launched. First of all, we need to clarify the definitions of each stage, in terms of your social media project.Goals are your general intentions and your big picture aims. Your objectives are the outcomes that represent achievement of those goals. Things you can actually observe. In order to be classified as an objective, something has to be measurable.  You need a way of defining whether or not you have completed them successfully.Strategies are the action plans you’ll execute to reach the objective. Tactics are the pieces and parts of the strategy. So that’s the hierarchy:Goal >> Objectives >> Strategies >> Tactics.If you’ve actually written a clear objective, it’s measurable by definition. (So the term measurable objective is actually rather redundant). (next slide)
  • Let’s walk through an example on how to create measurable objectives so you understand the step-by-step process completely. Let’s say we’re Company A and we produce widgets.We’re going to write down some social media goals and objectives. They might look like this.GOAL: To increase our company’s brand footprint through participation in social media.So, that’s the general end game we want to achieve. It’s big picture, and there can be any number of components that go into achieving that goal. Honestly, this is where a lot of people get stuck. They haven’t sat down and done the hard work to think about what it is they want to achieve and why.A good way to write goals that have impact is to ask whether or not the goal you’re setting will somehow drive to goals that are up a level or two from your area of responsibility. So if your company has a vision that includes growth into, say, an international market, your marketing goals should be written with that at least partially in mind. If you’re in a specific marketing channel, like online or digital, your goals will want to reflect the overarching goals of the entire marketing or communications area.That takes us to objectives.OBJECTIVES:Increase our blog subscribers by 15% in 6 monthsProduce 12 episodes (one per month) of WidgetTV and achieve live viewership of 75 for each episodeGrow our LinkedIn Group to 250 members (a 25% increase) by the end of the yearEstablish a Facebook Fan Page with 500 fans within 6 monthsAll of these items follow the SMART methodology, which means they’re Specific, Measurable, Actionable, Realistic, and Timed. But the key is that they outline what you want to do, how you’ll quantify it, and what your deadline is.Note that for each of these, it becomes immediately apparent what you have to track. You need mechanisms to measure blog subscribers, evidence of produced TV episodes, membership tracking for your LinkedIn Group, and ways to tell how many fans you have on Facebook. And for the ones that have growth implied, like the first one, you need a baseline measurement so you know where you’re starting from, and can tell when you’ve achieved that 15% growth number.If you say you want to measure something but you don’t have a process in place to do that, go no further! If measuring success is something you’re serious about, you have to solve the measurement mechanism problem first. If you want to increase customer retention but don’t know how you’re defining or calculating that metric now, that’s the place to start. (next slide)
  • Once you have the objectives written, you develop a strategy or set of strategies for each one. It’s like the roadmap for how you’ll get there. So let’s take the first one, increase blog subscribers by 15% in 6 months. Your strategies might include:Designate a blogging team to contribute posts to the blogDevelop an editorial calendar to post three times weekly, and rotate assignmentsCreate a list of other relevant blogs in our industry and share with the teamRequire each blog team member to leave 3 comments per week on other industry blogsImprove blog subscription options on our main blog page and websiteThese are all the elements you’ll need to put in place to  make the objective happen. Then, it’s time for the nitty gritty. (next slide)
  • Tactics are the actual down and dirty execution steps you’ll need to take to support the strategy. It’s the detail work, really. So, for the first strategy above:Designate a blogging team to contribute posts to the blog. Your tactics might include sending out an email asking folks if they want to write for the blog, setting a meeting with your manager to select the contributors, setting up their profiles on the blog platform, and holding a training session for folks on the blogging admin tool. It’s all the actual execution steps you’ll need to take at the most fundamental level in order to make each strategy come together. (next slide)
  • Measuring the effects of social media in 10 steps1. TrafficThis is one of the more obvious ways of measuring social media. Remember that quality often beats quantity, so you want serious prospects and repeat customers making up the majority of the traffic on your site, not tyre kickers.2. InteractionParticipation is a valuable indicator for many publishers (and brands). It says something about the kind of traffic you are attracting. Remember that an engaged customer is a highly valuable one. Interaction can be anything from leaving comments, to participating in support forums, to leaving customer reviews and ratings. It can happen on your website and on other websites. Keep your eyes and ears open!3. Salesyou can start tracking sales from organic Google referrals and paid searches for free right now using one of the services from the lists on the previous slide. It’s not much of a leap to track other channels, such as Twitter. Try it. Dell did, and discovered that it made $1m from Twitter in 18 months. Blendtec’s ‘Will It Blend?’ campaign on YouTube helped to drive “a five-fold increase in sales”. 4. LeadsSome companies simply cannot process sales online, because their products or services do not allow for it. For example, the automotive industry, which tends to measure the effects of its online ad campaigns by the amount of brochures requests, or test drives booked in (as opposed to car sales, which is, in marketing terms, an altogether more macro effort). B2B operators are in a similar position. If you are a consultant and spend time interacting on LinkedIn Answers then there’s a way of tracking that activity to enquiries about your services. The same applies across the spectrum of social media sites. Choose your weapon & be thought leaders, outside the box is typically the best approach when it comes to measuring the “unmeasurable”5. Search marketingThe SEO factor cannot be understated. Social media can be far more powerful in this regard than you might initially imagine. For example, a well-placed story / video / image on a site like Digg will generate a lot of traffic and a nice link from Digg itself, but the real win here is that it will generate a lot more interest beyond Digg. Bloggers and major publishers are following Digg’s Upcoming channel to unearth new and interesting stories (Sky News now has a Twitter correspondent). One link and 20,000 referrals from Digg might lead on to 40,000 referrals and 100 links from other sites. The long tail, in action. 100 links means that your page might well wind up being placed highly on Google, resulting in lots of ongoing traffic. Remember too that you can use sites like Twitter and YouTube to claim valuable search rankings on your brand search terms. (next slide)
  • 6. Brand metricsWord of mouth and the viral factor (inherent in sites like Twitter, Facebook and Digg) can help shift the key brand metrics, both negatively and positively. These include brand favourability, brand awareness, brand recall, propensity to buy, etc. Expensive TV ads are measured in this way, so if these metrics are good enough for TV then they’re surely good enough for the internet? Positive brand associations via social media campaigns can help drive clicks on paid search ads, and responses to other forms of advertising. We know that TV ads boost activity on search engines, resulting in paid search success stories, so obviously social media can do the same.7. PRThe nature of public relations has changed, forever. The last five years have been largely about the traditional PR folks not really being able to figure out the blogosphere. But if PRs cannot control the bloggers, then how on earth will they handle consumers? The distinct worlds of PR, customer service, and marketing are fusing. Twitter means everybody has a blog these days, and somewhere to shout about things to their friends (and beyond). Social media sites are the biggest echo chambers in the world! In any event, if you can measure PR (beyond adding up column inches and applying a random multiple to the equivalent size on the rate card!), then you can measure social media.8. Customer engagementGiven the prevalence of choice, and the ease with which consumers can switch from one brand to another, customer engagement is one of the most important of all metrics in today’s business environment. Engagement can take place offline and online, both on your website and on other sites, particularly social media sites. Customer engagement is key to improving satisfaction,loyalty rates, and revenue. By listening to customers, and letting them know that you are listening, you can improve your business, your products, and your levels of service. The alternative is to ignore customers, which sends out a terrible message. research proves that an engaged customer will recommend your brand, convert more readily and purchase more often. 9. RetentionA positive side effect of increased customer engagement - assuming certain other factors in play work in your favour - is an increase in customer retention. This is going to be a crucial factor in the success of your business in the years to come. Make no bones about it: we are moving into an age of optimisation and retention. Watch your retention rates as you start participating in social media. Over time, all things remaining equal, they should rise. Zappos, which is a case study in how-to-do-Twitter (and active on MySpace, Facebook and Youtube), is closing in on $1bn of sales this year, and “75% of its orders are from repeat customers”. Go figure!10. ProfitsIf you can reduce customer churn, and engage customers more often, the result will surely be that you’ll generate more business from your existing customer base (who in turn will recommend your business to their network of friends, family, and social media contacts). This reduces your reliance on vast customer acquisition budgets to maintain or grow profits. It makes for a far more profitable and more efficient organisation. I really hope that more businesses will find a better balance between acquisition and retention, sooner rather than later, from a resourcing standpoint. Too many acquisition strategies appear to be ill-conceived, are not joined up (both in terms of marketing and also operations), and as such are ripe for optimisation. Plug the leaky bucket and you won’t need to turn the tap so hard to top it up. And remember that old adage about it being cheaper to keep existing customers than to seek out new ones. (next slide)
  • This recent graph tells the real story. The benefits of social media are many, but 81% of organisations who have embarked upon a social media project say they have generated exposure for their business. 61% report increased website traffic and blog subscribers, 56% made new business partnerships, 52% improved their SEO, 48% generated qualified leads, 45% reduced their marketing expenses & 35% confirm that social media helped them close business. The numbers speak for themselves. (next slide)
  • Facebook – set up a Fan Page for your customers: Give your buyers and prospects a place to comment and ask questions, promote & link to a teleseminar, conference or even post consultation documents. Yes, it’s a public space but not all the material needs to be divulged. After all, it’s about conversing with people who have said they are interested in your business.Twitter - There are lots of ways to use Twitter, tweeting information on topics you know interest your market. If your buyers are Human Resources managers, then information on employment law, payroll and employee engagement would be of interest, regardless of what you are offering. Ask for comments on your blog posts, respond to comments. If people have taken the trouble to send you a message, acknowledge them just as you would in the ‘real world’.Pull-Approach - As we discussed earlier, sellers have been pushing messages for the past 50 years, but this has lost its effect. People are no longer willing to be fed information and have message pushed at them.Content is KING! The day of attracting people with good content is upon us. For push-adverse buyers, sellers have to adopt a passive method of luring enticement. One way is to allow Social Media Link to make good use of Lead Magnets on your website and blog, ensuring your marketing is effective, taking advantage of the opportunities social media offers. (next slide)
  • The “Pepsi Refresh” project will give away 32 grants a month for a year totaling $20 million.Participants can vote on projects such as “Help free healthcare expand in rural TN” and “Build a new fitness center for all students in Hays, Kansas”.Lauren Hobart, Pepsi’s chief marketing officer has hit the nail on the head by embracing social media. Traditional advertisingsees a spike in brand awareness shortly after a high profile campaign is debuted but needs a constant input of TV buys to maintain that presence in the consumers mind. Social Media is very good at engaging and creating brand advocates and while these are certainly valuable to have, in order to succeed on a grand scale Pepsi cannot simply rest on small social communities but rather needs a vibrant and ever growing social presence.  One big thing that needs to happen is that refresheverything.com, the campaign’s home site, must utilise the power of existing social networks to spread its message far and wide. The big picture here is that if Pepsi focuses on getting traffic and customers to its refresheverything.com website using the power of social media it is making a colossal mistake.  What the soda giant needs to do is engage its customers and advocates where they already are, Facebook, Twitter, Blogs and social communities where the vast majority of interactions take place.  A page view on a corporate web site, while a good thing, simply can’t compare in terms of brand building to a customer advocates out on the social web.An aggressive, meant-to-shock Facebook & You Tube social media campaign on behalf of Greenpeace has led food conglomerate Nestle to modify its policies regarding the use of palm oil. Greenpeace considers this a major victory: two months ago, the environmental group targeted Nestle's use of palm oil with a purposely unsettling video that compared eating Kit-Kat bars to snacking on the bloodied appendages of orangutans. When Nestle lobbied to have the video removed from YouTube, Greenpeace turned the heat up a notch and encouraged supporters to start posting comments in protest on Nestle's Facebook fan page and to change their profile photos to modified versions of the Nestle logo (i.e. "Killer" instead of Kit-Kat"). The whole thing turned into a particularly ugly social-media mess for Nestle when the manager of the company's fan page on Facebook started getting argumentative and rude. The commenters grew more vocal, even after the page manager apologised.Nestle's announcement on Monday makes no mention of the digital smackdown that pressured it into making this change, but Greenpeace was quick to highlight the role of social media and the more traditional forms of grassroots lobbying.one commenter wrote"This is proof that at least Nestle [is] listening to the negative [online] feedback.“ (next slide)
  • MARKO – not sure if you will want o play the video of them blending the iPhone but I have included a link. Also the entire list of items blended, just in case anyone asks.Will It Blend? is a viral marketing campaign consisting of a series of infomercials demonstrating the Blendtec line of blenders, especially the Total Blender. In the show, Tom Dickson, the Blendtec founder, attempts to blend various items in order to show off the power of his blender. Dickson started this marketing campaign after doing a blending attempt with a box of matches.[1]Instead of telling everyone how much power their blenders put out or how sharp their blades are, Dickson started putting ordinary objects into the blenders to see if they would blend (and most did!).  This campaign helped BlendTec increase sales by 700%. List of episodesMarblesRake HandleChuck Norris and Bad guys (Some action figures are blended, but the Chuck Norris figure emerges unblended from the bad guys' dust)"Extra Value Meal" (a mixture of a Big Mac, fries and a milkshake)"Cochicken" (a mixture of Coca-Cola and chicken)Ice (Blended into snow)Golf ballsCoke Can Smoothie (a mixture of a can of Coca-Cola and its contents and ice)Credit CardsThe Movie (a mixture of a DVD, popping corn and a can of Coke)PensThanksgiving Dinner (Tom's toothless Uncle Floyd came over for dinner and Tom blended his serving of Thanksgiving dinner for him. He started with a turkey leg because Floyd preferred dark meat. Afterwards, he poured in a bowl of cranberries, and a slice of pumpkin pie topped with whipped cream. Finally, he sprinkled in some salt and pepper for taste.)Bottled BeverageTilapia -O- Matic (Tom places a frozen fish into the blender half filled with water and blends the fish)OystersCrowbar (Does not blend crowbar, eventually just blends mobile phones. However, in some opening title sequences, Tom can be seen trying to force a crow bar into the blender.)3 Hockey pucksReal-Time Compilation (Video made as a bet that no stop motion, mirrors, or other tricks were used to make the other videos. This video showed the blending of light bulbs, golf balls, and a rake handle. The light bulbs were blended in 11 seconds, the golf balls in 30 seconds, and the rake handle in 10 seconds.)iPod (Dickson blends an iPod.)Coffee Beans (Dickson shows that the blender can be used to grind coffee beans as opposed to a coffee grinder.)Nutcracker with nuts53 Toy Cars (Dickson woke up having stepped on all the toy cars left out by his grandchildren, so he blended them all to teach them a lesson. This video showed the subtitle "Kids, Don't Try This At Home!")Christmas Dinner (Toothless Uncle Floyd from the Thanksgiving Dinner video was returning for Christmas dinner, so Dickson once again blended up his meal. He blended a Cornish Game Hen which weighed 2 pounds, a raw yam, and a few pieces of fruitcake. He also poured in eggnog.)2 Barbie Dancing Princess DollsCassette Tapes (TDK cassette tapes)A can of Campbell'sTomato SoupLight bulbsGolf Club (Dickson needs help on his "short-shot" , so he blends and destroys the handle of his driver.)Blending granulated sugar into powdered sugar"Workout in a Blender" (a mixture of a Winsor Pilates workout DVD video, tofu, a protein bar, Yoplait yogurt, and a Slim-Fast shake)"Dental hygiene Surprise" (a mixture of toothpaste, dental floss, mouthwash and a toothbrush)Pickled Pig's FeetCeramic Magnets (falsely claimed to be neodymium magnets)Tape measure"S***r B**l Smoothie" (a mixture of salsa, 13 buffalo chicken wings, tortilla chips and a can of Budweiser)"S***r B**l Conference Blend-Off" (two blenders blend small plastic football helmets, one set representing the AFC and the other one the NFC.)"S***r B**l Blend-Off" (A NERF football is placed in each of the two blenders, one representing the Indianapolis Colts and one the Chicago Bears.)Cubic Zirconia (purposefully described as diamonds)"Annoying Valentine Gift" (A stuffed toy that looks like a red devil holding a heart that reads "Be Mine". It moves its arms, legs and mouth as it sings MahNàMahNà and also has flashing red antennae. Dickson blends the toy as it is singing.)12 Glow SticksA Can of Campbell'schicken soupToilet Plunger (Dickson says the flat blades and square blending chamber pull food into the blender, so there is no need for spoons, spatulas, or plungers. He then proceeds to blend a plunger.)Healthy Green Drink (Dickson blends 2 cans of Dolepineapple juice without the cans, spinach, a single cube of pineapple with the eye so it can "see what will happen", some flax seed, a banana without the peel, and some ice.)"Will It Blend? LIVE!Video Camera (Dickson connects a data cable to the camcorder so viewers can see what happens inside the blending chamber during blending.)BaseballEsky Award (Dickson was mad that The Beach Boys did not win Esquire Magazine's 2007 Esky Award, so he proceeded to blend one.)MakeupA 15-foot garden hoseTiki TorchWill It Blend? On The Road."Toilet Flusher Thingy." (A flapper valve, float pump and flushing handle of a toilet are blended together into powder.)Transformers Toys (Dickson's grandchildren ask him to transform his Transformers and he does so-in a Blentec Blender.)[19]"Carny Cuisine" (2 corn dogs, French'smustard without the bottle, pink cotton candy and a cherry Snow cone with the cone are blended. The resulting smoothie did not taste good. It would also have been hazardous to drink because of the blended paper cone and wooden corn dog sticks.)EZ CheeseiPhone (Dickson sold the remains of the iPhone, consisting of powder and a mangled frame on eBay.)Spam (Dickson blended canned Spam with 3 extra-large eggs. The canned Spam was a pun on Internet spam as Dickson was annoyed at all the spam in his inbox.6 BicCigarette LightersVideo camera Part 2: The Return (The producers attempt to return the blended camcorder to Best Buy. They do not succeed because having blended the camera was considered customer abuse.)Cricut (In this video, Tom got his wife a Cricut set and blended all her old scissors, dies and punches.)Guitar HeroGibson X-Plorer controller (Dickson buys a copy of Guitar Hero III: Legends of Rock at the request of his 27 grandchildren. After realizing the game does not have any Beach Boys songs, he decided to blend the controller. Because the controller is too big for the blender, he "pulls a Pete Townshend on it" (destroying the body of the controller) and blends the neck of the guitar before setting the remains on fire).Halo 3 (Dickson gets mad at the fact that his 4 and 5 year old grandchildren beat him at Halo 3, so he takes away the game and blends the game disc.)Picket Sign (Dickson realizes that his producer/writer is on strike, and he has nothing to blend; so he runs to the front of the office and grabs his producer's picket sign. He then blends the picket sign's handle and crumples up the sign.)Blend the Vote (Dickson blends a toy donkey and elephant to help decide the outcome of the 2008 election.)1 Million Volt Stun Gun (Episode Title "Don't Blend Me Bro")Full Strength smoothie inventor Shawn Phillips (Phillips was not actually blended, he made a smoothie in the blender)Hearing Aids (His uncle, Floyd, needed new hearing aids).Remote Controls (Dickson buys a universal remote, and has no need for the rest of them. He also starts the blender with the remote.)Rubik's CubeWii Remote (Uncle Floyd was bowling in Wii Sports when the wrist strap of the Wii Remote snapped and destroyed the TV. So, Dickson took the strapless Wii Remotes and blended them before giving him a new one and instating a wrist strap rule.)Grand Theft Auto IV (Dickson bought Grand Theft Auto IV, wanting to steal a 1968 Mustang GT390. He blended it, after realizing that the 1968 GT390 is not in the game.)"Weezer" Pork and Beans" (Dickson blended Weezer'snew album and a can of Campbellspork and beans, in a reference to Weezer's hit single "Pork and Beans.")Mario Kart (Dickson blended the Wii Wheel, after breaking it while playing Mario Kart.)iPhone 3G (Dickson bought the new iPhone 3G and he no longer needed the original version so he decided to blend it. But he accidentally blended the 3G.)Nike(He blends a Nike Air Max 90 sneaker and rubber soles one after the other, only emptying the bucket at the end.)Time Warp (Dickson blended an alarm clock in honor of appearing on the TV show Time Warp)Man Cave (In order to get back to his 'manly roots', Dickson decided to build a Man Cave and blended some items he felt didn't belong there, including a Hannah Montana doll, a lava lamp and a slice of quiche)Tom's Tom TomYouTube Live (Dickson does not blend anything, instead promoting his upcoming appearance on YouTube Live. He also uses some adjectives which begin with the word blend. An example is blendtastic.)YouTube Live appearance: In YouTube Live, Chad Vader is tired of sweeping up his store and asks Tom to blend his broom. He successfully blends the broomstick, and Chad then asks if he can blend some food for him, because he can't eat anything that isn't blended. Dickson blends a Cheeseburger, Breath Mints, Diet Sierra Mist (with the can), Red Beets, and Ketchup Packets together (with aid from Chad Vader using the Force).AvocadosiPhoneApp in iTunesNissan GTRGerman-English dictionary discSkisThe Bailout- Dickson blends things representative of the U.S. government bailout effortsNew Olympus cameras get mixed - As an advertising campaign for Olympus, Dickson blends a digital SLR and a compact camera, which causes an explosion and the video was marked as "to be continued." The blending was redone a few weeks later, with the addition of a lens, HD Camcorder and voice recorder. Instead of a usual result, the video shows that the objects have been "blended" into the new Olympus PEN E-P1.Money Clip from the infomercial in which a money clip was placed in a blender to demonstrate the durability of the clip.Silly Putty(Tom blends a few balls of Silly putty, and they turn into powder. Tom then restarts the machine and eventually paste is formed)Ford Fiesta (Dickson unsuccessfully attempts to blend a chunk of boronsteel as used in the structure of the 2011 Ford Fiesta, but instead accepts an invitation to "go for a spin" with a Fiesta Movement agent where he sits on the back seat during the electronically faked test drive and blends items of garbage lying around the inside of the car).Laser Pointers.Air soft gun.Facebook book (Tom blends a small book with faces of people who work with him or appeared with him stuck in his book).Tire Repair KitiPad (The ipad did not fit, and so Tom smashed it in half by hitting it against the motor of the blender then folding it. The metal back cover is seen falling off and was not blended. The video got millions of views within the first week, and was featured on news channels)Dickson often gives a reason for his destruction of products, such as cellular phones interrupting his show, a poor golf game, needing to update his ipod and his grandchildren leaving their toys out (hurting his feet).
  • Anu Elmer's explanation of the collaboration platform Ourspace inside Swiss Re is another great "text book" example of how social media has been adopted properly in the corporate landscape.  Swiss Re is the World's second largest reinsurance company and has been in operation since 1863.  Their business is all about understanding risk, and they are known for being a conservative organisation, which makes it all the more powerful that they have made such a success of this new technology.  Anu, who is Vice President of Communications and HR, told us that the mantra for the project is the proverb "None of us is as smart as all of us", which is a superb way to position their intent. Swiss Re have done some of the classical things you need to do to make a project like this a success.  The project was sponsored by a member of the Swiss Re Executive Committee.  Before they started they held an online strategy "jamming" session involving a significant percentage of all Swiss Re staff.When the project itself started, they involved 1,300 users in a pilot that ran from April to September. The platform is now available to all 11,500 employees.Swiss Re was careful to position  this as a set of business collaboration tools.  They spent time considering what type of exclusive and interesting content the community would need.  They trained community managers and recognised (and budgeted for) the significant amount of time that group moderation, support and management takes.  They identified a network of advocates, or champions, who they helped develop and encourage.  They consulted group owners to see what more they could do to help.  Anu also commented that it took a lot of off-line promotion to get things moving.  Anyone can see the benefit to the live, online style of collaboration, with a single copy of a working document available to each member of the work-group globally, but part of the problem with tracking ROI is that the company didn't measure how efficiently it worked the old way, so it's not easy to come up with "hard numbers" to help cost justify the spend to get to the new way. They can claim a saving in overall travel budgets.  They had two existing, old, and not very effective Knowledge Management systems within their Intranet.  These systems were turned off and the associated cost savings along with the travel reductions were used to help fund the project. This is a great adoption story for enterprise collaboration. 
  • Get educated – go online, research, read, learn & understand what options are available to youListen – Make sure you listen to other organisations who have made the leap, what worked, what didn’t? & always, always listen to your customerFind your personality – determine what kind of campaign will best represent your company, don’t be afraid to shake it up & use this opportunity to shed any old, dated perceptions about your brandDefine success – keep your eye on the goal & fulfill your objectivesParticipate – in as many different flavours of social media you can, get your voice out there, provide help, information, guidance…recognition of your brand will followMeasure – everything, often.Don’t be afraid to fail – if you try a form of social media & you find that it doesn’t work for your company, don’t fret, just make sure you understand why & move on to another platform that offers different channelsIt’s ok to ask for help, that’s what I’m here for & companies like Social Media Links can also offer guidance, measurements, monitoring & mentoring. I’ve included my contact details at the end of the presentation, don’t hesitate to get in touch
  • This is a round-up of the key guidelines for creating effective social media:Define the strategy of your companyUnderstand the difference between your goals and objectivesDon’t let your tactics lead your strategy, it must be the other way around so don’t get bogged down in the details. The experience has got to be organic – meaning it will grow, change, develop & adapt so remain flexible.Craft your Social Media Plan so everyone is on the same page & you can refer back to it to ensure you stay on track.Measure everything & analyse what you measure, then measure again!

Social Media Monitoring 01.07.2010 Social Media Monitoring 01.07.2010 Presentation Transcript

  • Social Media Monitoring & Tracking Tools to Work Wonders Marko Straus Head of Sales & Marketing Social Media Link 3rd June, 2010
  • Agenda • What is Social Media? • Social Media Metrics • Who Accesses Social Media? • General Internet Tracking • How Does Social Media Work? • How to Create Measurable • How is Social Media Monitored? Objectives – Example Scenario • Strategy • Measuring Social Media in 10 • Establish Business Objectives Steps • Baseline Measurements • Top 2 Social Media Sites • Prepare for Social Media • Social Media Success Stories • Where Do I Start? • Conclusion: How Can I Make My Business More Social Media Savvy? • Q&A
  • The Conversation: The Art of Listening, What Is Social Media? Learning & Sharing Web Based Technologies  Social Interaction  Highly Accessible  Scalable Publishing Techniques  User Generated Content Web 2.0  Information Sharing  Interoperability  User-Centred Design  Collaboration
  • Who Accesses Social Media? • Swiss Post/Snail mail • Yellow Pages Book – local.ch online website? • Newspaper –Blick, Cash, Die Weltwoche, Tages Anzeiger, Sonntags Zeitung • Facebook, MySpace, Twitter, LinkedIn, Digg, DailyMotion or Flickr? • Google
  • How Does Social Media Work? • Print – 1752 • Radio – 1916 • TV – 1930 • Computers – 1970
  • Customer Relationship
  • Clarity, Harmony, Unity
  • How is Social Media Monitored? • Listen & Learn You Can’t Go Wrong if Your Goals Relate to: – New Media, New Reputation Metrics, New Lessons Awareness • “Just Add Water” Money framework doesn’t exist Engagement – Every company has Education different goals Entertainment
  • Strategy • Bolt-on strategy. Not a good strategy. Company doesn’t do anything differently, still business as usual internally. • Forced compliance. Also not a good strategy, sucks the life out of social media. • Make your company optimised for social media. What would your company look like if your company changed to maximise social media opportunities?
  • Establish Business Objectives • Before you jump in, define success. Is it: QUANTITATIVE – sales • Building “buzz” leads subscribers, • Better brand awareness? revenue • More traffic? QUALITATIVE – satisfaction, loyalty, • Blog subscribers? authority, interaction, • Increased Leads? feedback • New Knowledge about your customers & how they view your brand?
  • Baseline Measurements • Take a snapshot • Benchmark where your company stands currently • Make a note of the obvious numbers • Make a note of the less obvious benchmarks • Make a note of ROI benchmarks
  • How is Social Media Monitored? • Social Media’s Guiding Principles: • Authenticity • Creativity • Transparency • Respect  Basic Tools = Google & Yahoo free alerts, Twitter search function
  • • KEY LEARNING: If you do not take time to figure out (a) what you want and (b) how you’re going to get it, you will fail in social media. In fact, you will fail in life. That is how fundamentally vital this point is. It applies to everything, so we must consistently ensure our actions support achieving our goal.
  • Prepare for Social Media • Know Who You Are - Marketing is storytelling. use your tools to inspire your customers believe & be motivated to share it with others. Decisions to be Made:  How will social media be integrated?  Who will engage?  How much time will be spent on social media?  How long will the company “test”?  Emergency procedure?
  • Social Media: Activity Metrics 2 core metrics = Influence or Engagement • Activity Metrics • Actionable Analytics • Pageviews • Active contributors • Unique visitors • Word count • Members • Referrals • Posts (ideas/threads) • Completed profiles • Number of groups (networks/forums) • Connections (between members) • Comments & Trackbacks • Ratios: Member to contributor; Posts to • Tags/Ratings/Rankings comments; Completed profiles to posts • Time spent on site • Periods: By day, week, month, year • Contributors • Frequency: of visits, posts, comments
  • Social Media: ROI Metrics 2 core metrics = Influence or Engagement • ROI Metrics • Marketing/Sales • Product Development – Cost per number of engaged prospects – Number of new product ideas (community vs. other initiatives) – % of ideas from – Number of leads/period customers/prospects/community – Number of qualified leads/period – Idea to development initiation cycle time – Ratio of qualified to non-qualified leads – Revenue/Adoption rate of new products – Cost of lead from community vs. traditional sources – Time to qualified lead • HR – Lead conversion – Retention/Employee turn over – Number of pre-sales reference calls (to – Time to hire other customers) – Prospect identification cost – Average new revenue per customer – Prospect to hire conversion rate • Customer Support – Hiring cost – Customer satisfaction – Training cost – Number of initiated support tickets per – Time to acclimation for new employees customer per period – Support cost per customer in community
  • Creating Measurable Objectives • Measurement & ROI  NOTE: ROI is only ONE metric!  Not everything will have a measurable return in dollars  EXAMPLE: ROI on blog?  How blog contributes to revenue stream?  Map blog traffic to lead pipeline & $ conversions  Time & capital investment • Measuring Success is different than ROI  You can have successful outcomes  Qualitative ones like reach & awareness &  Quantitative ones like website traffic & media placements  Accurately & effectively calculate ROI as a whole  all successful outcomes that impact sales growth
  • Monitoring & Assessment Tools • Google Blog Search: Facebook Monitoring: http://blogsearch.google.com/ Lexicon – www.facebook.com/lexicon • Technorati Blog Search: Twitter Monitoring Tools: http://search.technorati.com/ • Twitter Search: www.search.twitter.com • Twitter Monitoring Tools –TweetScan, TweetDeck • Technorati’s Advanced Search Tool: and Monitter http://tweetscan.com/ and http://technorati.com/search?advanced www.tweetdeck.com and http://www.monitter.com/# • Google Trends: Professional Organisations: http://google.com/trends • Social Media Link • Radian6 • Google News Alert Service: • TruPulse http://www.google.com/alerts • Scout Labs • SEER • FriendFeed: • Nielson Buzz Metrics www.FriendFeed.com • Feedback Ferret • Interwoven • HubSpot Grader Tools: • Nielson Blog Pulse http://www.grader.com/ • Market Sentinel • Buzz Logic
  • Creating Measurable Objectives Goals -> Objectives -> Strategies -> Tactics • Goals  general intentions  big picture aims • Objectives  Thing you can observe  Has to be measurable  Will define the success • Strategies  action plans to meet the objective • Tactics  the pieces & parts of the strategy
  • Creating Measurable Objectives Example: Company A – Creates Widgets • Goal  To increase our company’s brand footprint through social media • Objectives  Increase our blog subscribers by 15% in 6-months  Produce 12 episodes (one per month) of Widget TV & achieve live viewership of 75 or more for each episode  Grow our LinkedIn group to 250 members (25% increase)by the end of the year  Establish a Facebook Fan Page with 500 fans within 6- months • All Objectives follow SMART methodology  Specific, Measurable, Actionable, Realistic & Timed
  • Creating Measurable Objectives • Strategies  Once objectives are written, develop a set of strategies for each objective – like a roadmap for how you’ll get there  Take the 1st objective: To increase blog subscribers by 15% in 6- months • Strategies:  Designate a blogging team to contribute posts to the blog  Develop an editorial calendar to post three times weekly, and rotate assignments  Create a list of other relevant blogs in our industry and share with the team  Require each blog team member to leave 3 comments per week on other industry blogs  Improve blog subscription options on our main blog page and website
  • Creating Measurable Objectives • Tactics  Nitty gritty execution steps to support the strategy  Focus on the details  Take the 1st strategy: Designate a blogging team to contribute posts to the blogs • Tactics:  Send out email asking employees who would like to write for the blog  Set meeting with manager to select the contributors to the blog  Set up each individual’s profile on the blog platform  Hold a training session on how to use the blog admin tools
  • Measuring Social Media in 10 steps 1. Traffic  quality often beats quantity 2. Interaction  an engaged customer is a highly valuable one 3. Sales  track sales 4. Leads  track activity to enquiries about your services 5. Search marketing  SEO, Bloggers and major publishers, referrals, links, lots of ongoing traffic. Use sites like Twitter and YouTube to claim search rankings
  • Measuring Social Media in 10 steps 6. Brand Metrics  Word of mouth & the viral factor, positive brand associations 7. Public Relations  The distinct worlds of PR, customer service, and marketing fuse. Learn to measure social media. 8. Customer Engagement  Improve satisfaction, loyalty rates & revenue. 9. Retention  The age of optimisation and retention, watch your retention rates rise 10. Profits  Reduce customer churn, generate more business from existing customer base
  • Top 2 Social Media Sites • 2 social networking examples of effective social media use: • Facebook • Twitter • Pull-Approach • Content is KING!
  • Social Media Success Stories • Pepsi – shelved Super Bowl ads in favour of a 23 Million dollar social media campaign • Nestle - a good example of what can happen when an organisation who is amateur when dealing with social media, dives in without help
  • Will it Blend? Blendtec Brilliance! • http://www.youtube.com/watch?v=qg1ckCkm8YI
  • Swiss Re • World’s 2nd largest reinsurance company • Conservative, understand risk • “None of us is as smart as all of us” • Project sponsored by member of Exec team • Online strategy “jamming” session • Ran 6-month internal pilot
  • Where Do I Start? • Get Educated • Listen • Find Your Personality • Define Success • Participate • Measure, Measure, Measure • Don’t Be Afraid to Fail • Need Help?
  • Conclusion: Get Savvy • Here are some guidelines for creating an effective social media strategy: • To be strategic, you must first understand what strategy means for your organisation • Know the difference between goals and objectives. • Do not let tactics lead your strategy. • Craft a social media marketing plan that starts with strategic goals, defines objectives, and elaborates on tactics. • Don’t forget to measure everything you can and analyse what you measure
  • Thank you for your attention! Questions & Answers marko@straus.ch